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Buyer Behaviour


  • Credit value: 15 credits at Level 5
  • Convenor: Wendy Hein
  • Tutor: Riccardo Benzo
  • Assessment: coursework of 2000 words (25%) and an examination (75%)

Module description

The main aims of this module are to provide an understanding of consumers, their motivations, thoughts, feelings, reasoning, information processing, decision making and behaviours, which is vital in the development of marketing planning and strategies. It also enables you to understand how an organisation understands how its consumers interact with their socio-economic and cultural environments to achieve their goals, and thus aid the organisation in planning its competitive advantage. Additionally the role of organisation and B2B buyer behaviour will also be examined during the module as it is an area which is becoming increasingly researched and developed.

Learning objectives

By the end of this module, you will be able to:

  • define and describe the key terms in consumer behaviour
  • appraise the context of consumer behaviour
  • apply the key themes of consumer behaviour to a marketing problem
  • describe and evaluate the importance of each aspect of consumer behaviour to an organisation’s marketing plan
  • examine some of the key themes in B2B buyer behaviour
  • conduct a consumer behaviour research study to aid an organisation in its marketing planning.